Exclusive news and research on the wine, spirits and beer business

Exclusive: Challenging Year For Top 100 Spirits Brands, But Bourbon Rides High

February 23, 2015

Impact’s exclusive report on the top 100 premium spirits brands worldwide reveals that 2014 was a challenging year for the industry’s biggest-volume players. Six brands were above the 10-million-case mark last year, but only one of those—Jack Daniel’s—posted growth (+1.7%). Among the other five, the world’s number-one premium player, Smirnoff, was flat, while Bacardi (-4.5%), Johnnie Walker (-9.0%), Absolut (-3.3%) and Captain Morgan (-1%) all lost ground.

The premium top 100 eked out modest aggregate growth (+0.6%), largely on the strength of a few standout brands and impressive progress for the Bourbon category. The five Bourbon brands in the top 100 advanced by a combined 1 million cases in 2014, led by Jim Beam (which grew by 7%, or 500,000 cases) and Evan Williams (+15.3%). Meanwhile, Jack Daniel’s liqueur offshoot Tennessee Honey was among the fastest-risers, with a 33.6% increase.

The biggest star in the premium top 100, however, is Canadian whisky-based brand Fireball, which grew by a remarkable 1.6 million cases for the second consecutive year. The Sazerac Co.-owned brand now stands at 4 million cases and is on pace to enter the world’s premium top 10 rankings by year-end.

Like most other categories, vodka found growth difficult to achieve in 2014, as the 22 entries among the premium top 100 inched up by a collective 0.7%. But after Fireball, the two biggest gainers on the list were both vodkas: Tito’s (+54.9%) and New Amsterdam (+44.5%). Those two vodkas sold a combined 5 million cases last year, up from a total of 2 million cases just two years ago.

A full report on the world’s top 100 spirits brands appears in the February 1&15 issue of Shanken’s Impact Newsletter.

Subscribe to Shanken News Daily’s free Email Newsletter, delivered to your inbox each morning.

Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : , , , , , , , , , , , ,

Get your first look at 2020 data and 2021 projections for the wine and spirits industries. Order your 2021 Impact Databank Reports. Click here.

Previous :  Next :